This Maryland “Smooth Seller” fuels her sales with emotion.

[h3]Susan Mayonado[/h3]

[h5]Colonial Jewelers; Frederick, MD[/h5]

[componentheading]Smooth Seller Bio[/componentheading]

[dropcap cap=S]usan Mayonado is known for moving very fast in seriously high heels. “One of the gals who worked here saddled me with the nickname ‘Zip’ because she said I moved around the store so fast,” she says. Why the heels? They add 4 inches to her 5-foot-2 frame, instilling confidence in the process. “High heels bring me luck,” she says. More important than her ability to run in stilettos though is that Mayonado, 45, is known for being a top producer, whose responsibilities include training, engraving and insurance work. “She is extremely devoted to our company and her customers, and there seems to be nothing that she will not do for them,” says Sarah Hurwitz, store manager and a fourth-generation member of the family that owns the destination store. Mayonado, a tomboy child, never expected to be enchanted by jewelry. “I was in high school doing a work-study program and I started typing at a small jewelry store. I went from a September typing job to a full-blown Christmas season out on the sales floor at age 16. It just really clicked and I really never thought about doing anything else.” — EILEEN MCCLELLAND [/dropcap]

[componentheading]Smooth Seller Interview[/componentheading]

• Never judge a book by its cover. I had a lady come in in a sweatshirt and leggings, and you wouldn’t pick her out as a diamond customer. She ended up buying a 2-1/2-carat pear-shaped diamond.

• Sales is more about building relationships than about making a one-time sale. I don’t know that I understood that at the beginning of my career.

• Repeat customers are my favorites because I get to know them and their families.

• I’ve been raising kids throughout my career, and mornings are crazy. I make time to make sure I’m put together. When everything runs smoothly I know I’m going to have a good day. If I’m running late, it’s inevitable it’s not going to be a good day.

• Being a salesperson is being a liaison between your customer and the company. I want to make my boss happy, but if I don’t make my customer happy they are not going to buy. I’m honest and I’m genuine and I am here to help them.

[blockquote class=orange] One of my favorites books about sales is Hug Your Customers by Jack Mitchell. [/blockquote]

• I sell much more on emotion than I sell on anything else. It’s kind of who I am.

• You have to be genuine. You can’t be like how people stereotype a used-car salesman. But I don’t let anybody walk if I can help it.

• I treat customers with the utmost respect and try to give them exactly what they are looking for. If you give them the best of what you have, they’re going to come back and ask for you.

[blockquote class=orange]I’m never one to say, “What can I do for you?” I start it as a conversation, as if someone were coming to my house. Normally, it’s just “How are you?” Small talk, weather. And in closing, normally, I do something like “It’s been great to meet you. I can’t wait to meet your girlfriend.” [/blockquote]

• I’m probably a little more modest with my jewelry because I don’t want it to become the focus. My wedding set is a carat-and-a-half total weight; I don’t want anybody to think that whatever they are buying isn’t big enough. So I keep it kind of low key.

• On Christmas Eve many years ago, there was a gentleman who came in. He was kind of older and looking for an engagement ring, but didn’t have much money, $1,000 or $1,200. And I found something for him. And he cried. He was so happy. That was my favorite sale.

[blockquote class=orange]I do a lot of follow-up calls. I think it’s one of the most important things to do. [/blockquote]

• The movie that stands out the most for me is Pretty Woman. She’s on Rodeo Drive and no one will help her. And she goes back, shows them what she bought somewhere else, and says “Big mistake, big mistake.” It’s that never judge a book by its cover thing, again. Big mistake.

• I wouldn’t want to make a sale and have a customer not be happy with it. I would rather not make the sale.

• I love Christmas. It’s busy, always buzzing and people generally are in a good mood. As much as I love Christmas though, it’s a good thing when it’s over. Because at that point you can go home and spend time with your family that you haven’t gotten to do for the last two months. My husband doesn’t like Christmas because I’m always at work. He says “I used to like Christmas, before I met Susan.”

[span class=note]This story is from the November 2008 edition of INSTORE[/span]